Last week I tried Coca-Cola’s newest drink: Coca-Cola Y3000—which was developed by combining global consumer insights and AI. In the past year Coke has doubled down on AI-driven marketing efforts. Why? To target Gen Z consumers.
As a Gen Z customer, I was drawn to this launch because I rely on AI in most aspects of my life, including daily Siri reminders and finding #styleinspo on TikTok. Sipping the cotton candy-infused soda, I couldn't help but wonder: Is AI just a marketing hype or will it play a key role in shaping future products and experiences?
The marketing industry loves the latest buzzwords. Last year, it was NFTs and the metaverse. Now, it's AI. But beyond the hype, OpenAI’s ChatGPT has democratized advanced AI, offering brands an opportunity to meet the nuanced needs of Gen Z while realizing many business benefits.
Retail is undergoing rapid transformation as it adapts to Gen Z, a demographic with $360 billion in global spending power. From how they socialize to how they shop and work, Gen Zers are distinct from previous generations. Here is how AI-driven marketing efforts help brands establish enduring cultural relevance and loyalty, particularly in challenging economic times:
Personalize customer interactions at scale
Gen Zers value personalized brand experiences, but in a cookie-less digital landscape with soaring ad spend, personalization has become more challenging. Brands can use AI chatbots to personalize customer interactions at scale.